The story behind the voice
Edgardo de la Garza is managing partner at DLG Research, with nearly three decades of experience across client-side, agency, and research-supplier roles. He specializes in turning consumer insights into strategy, bridging cultural divides by focusing on shared human truths rather than siloed demographics. His work spans more than a dozen sectors and pairs Fortune 500-caliber research with a boutique, personalized approach.
AI, Market Research, and Advertising Insights Panel
AI is changing how advertisers gather and use consumer insights, but the value still comes down to what teams do with the information. In this panel, market research experts will discuss how AI is being used across the research process — from understanding audiences to shaping strategy, testing creative, and informing media decisions.
The conversation will look at where AI can move research faster, where experienced judgment still matters most, and how advertisers, marketers, and creatives can use these tools to make sharper decisions without losing the thinking behind the data.
For anyone responsible for strategy, creative, or campaign performance, this discussion offers a grounded look at what AI-driven research actually means for the work.